Funan
Leading the brand revitalization of Singapore’s creative intersection.
Client: CapitaLand Group
Role: Brand Strategist & Client Director
Agency: Design Bridge and Partners, Singapore
Year: 2017
The rebranding of Funan Centre marked a transformative shift from a traditional shopping mall to a vibrant, integrated development that embraces technology, creativity, and community engagement. Located in the heart of Singapore’s revitalised civic district, Funan evolved into a destination that fosters collaboration across various passion themes, positioning itself as a leader in experiential retail and communal living.
In the late 1980s Funan Centre was known as a conventional shopping mall catering primarily to electronics and IT enthusiasts. However, as consumer behaviors shifted towards experiential shopping and social collaboration, the need for a reimagined space became evident. In 2018, a comprehensive redevelopment plan was initiated to transform Funan into a modern, integrated development that would reflect the evolving needs of the community.
Funan's owners wanted to shift Funan's brand identity from a traditional retail-focused image to an aspirational and experiential brand that would achieve the following:
encapsulate technology, creativity, and community;
enhance customer experience with an engaging environment that would promote collaboration, learning, and discovery;
foster sustainability by integrating Funan's sustainable practices with Singapore’s green initiatives; and
attract a mix of diverse tenants that would align with the new brand ethos' focus on tech, food, arts, and wellness.
We achieved Funan's goals by:
Anchoring Funan's brand on the "Tree of Life," a symbolic design representing connectivity and growth. This central theme guided the overall layout and tenant mix, allowing for the creation of configurable spaces that encourage interaction and collaboration.
Aligning the tenant mix and programming with five key passion themes — Tech, Chic, Taste, Craft, and Play.
Creating open, loft-type spaces with natural light and greenery.
Committing to sustainable practices, including an urban farm to provide fresh produce to its tenants and visitors.
After its reopening, Funan experienced marked positive results, namely:
There was a significant increase in foot traffic, attracting a younger demographic and diverse visitors. The blend of retail, dining, and experiential offerings created a vibrant atmosphere. The diverse mix of tenants reported higher engagement levels and increased sales, owing to the collaborative environment and alignment with the passion themes. Funan successfully positioned itself as a community hub, hosting events, workshops, and exhibitions that encourage social interaction and collaboration among visitors.The rebranding garnered numerous awards for design and sustainability, further solidifying Funan's reputation as a pioneering development in Singapore.
The rebranding of Funan exemplifies a successful transformation from a traditional retail space to an integrated development that prioritizes community, creativity, and sustainability. By aligning its offerings with the evolving needs of consumers and fostering collaboration, Funan has established itself as a beacon of innovation in Singapore’s civic district. The project serves as a model for future developments aiming to create meaningful, engaging experiences for their communities.
